2025 Higher Impact: The power of purpose-driven brands

The relationship between consumers and brands is constantly evolving. Trends, behaviors, and economic winds are always shifting, and these factors all help inform the purchasing decisions that consumers make every day. This is why, since 2021, Amazon Ads has conducted the Higher Impact study to understand the values that matter to consumers and how they impact brand preference. This year, Amazon Ads focused the research on Canada, the U.K., and the U.S.—working to understand what priorities consumers in these regions consider while shopping. ¹

Research findings demonstrate that consumers remain budget-conscious, they want to support brands with values that align with their own, and they are taking into consideration sustainability and brand authenticity while continuously re-evaluating their needs. Brands need to be more intentional than ever when connecting with consumers, and relevancy at scale can help drive meaningful moments between brands and consumers. Explore the full study to understand how brands can build trust with consumers through shared values.

Consumers are juggling multiple priorities

With inflation rising and falling throughout the past year, consumers are minding their shopping budgets, with 81% of consumers stating they are re-evaluating their needs to shop more effectively. In the same vein, 77% of respondents said they have recently modified their way of life to concentrate more on things that are really important to them.

As consumers reflect on their shopping needs, their values